![Amy Yau](https://profiles-cardiff.imgix.net/attachments/1454?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Amy Yau
Uwch Ddarlithydd mewn Marchnata a Strategaeth
- Ar gael fel goruchwyliwr ôl-raddedig
Trosolwyg
Amy has recently joined Cardiff Business School as a Lecturer in Marketing. Prior to this, Amy has worked in market research and consultancy companies and was a teaching assistant in the University of Bath. Her main research interests lie within consumer culture and cross-cultural marketing through the use of qualitative methods.
Cyhoeddiad
2024
- Yau, A. and Christidi, S. 2024. Boomeranging: why some adults stay closely tied to their parents' home - and how to keep the peace. The Conversation 2024(3 Dec)
- Osadchaya, E. et al. 2024. To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons 67(5), pp. 571-581. (10.1016/j.bushor.2024.05.002)
- Marder, B. et al. 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research 64(3), pp. 255-283. (10.2501/JAR-2024-020)
2021
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
2020
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020, Virtual, 01-04 October 2020, Vol. 48. The Association for Consumer Research pp. 1229.
2019
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
2018
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
2017
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research, Stockholm, Sweden, 27-28 April 2017.
2016
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference, Hong Kong, 21-24 July 20162016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations pp. 407-412., (10.15444/GMC2016.04.05.01)
2015
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
2014
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014, Bournemouth, UK, 7-10 July 2014.
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
2013
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research, Brussels, Belgium, 11-12 April 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
2012
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference, New Orleans, LA, USA, 15-20 May 2012.
Cynadleddau
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020, Virtual, 01-04 October 2020, Vol. 48. The Association for Consumer Research pp. 1229.
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research, Stockholm, Sweden, 27-28 April 2017.
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference, Hong Kong, 21-24 July 20162016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations pp. 407-412., (10.15444/GMC2016.04.05.01)
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014, Bournemouth, UK, 7-10 July 2014.
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research, Brussels, Belgium, 11-12 April 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference, New Orleans, LA, USA, 15-20 May 2012.
Erthyglau
- Yau, A. and Christidi, S. 2024. Boomeranging: why some adults stay closely tied to their parents' home - and how to keep the peace. The Conversation 2024(3 Dec)
- Osadchaya, E. et al. 2024. To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons 67(5), pp. 571-581. (10.1016/j.bushor.2024.05.002)
- Marder, B. et al. 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research 64(3), pp. 255-283. (10.2501/JAR-2024-020)
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
Ymchwil
Prif ddiddordebau ymchwil
- Ymchwil i ddefnyddwyr drwy ddulliau ymchwil ansoddol
- Symudiadau defnyddwyr / symudedd byd-eang
- Busnesau bach creadigol/entrepreneuriaeth
- Cyfryngau cymdeithasol
- Defnyddwyr ethnig
- Defnydd cynaliadwy/moesegol
- Defnydd cydweithredol
Prosiectau Ymchwil Academaidd
- Difenwi defnyddwyr a'r Dychwelyd
- Bwyd a Deinameg Teulu
- Busnesau Bach Creadigol a'r Llwyth
Cyflwyniadau Ymchwil Gwahoddedig
- 2023: Marchnata a Chynhyrchu Diwylliannol Creadigol yn y Cyd-destun Ffasiwn, Prifysgol Manceinion
- 2020: Neilltuo a Gwydnwch ar gyfer Busnesau Bach Creadigol yn ystod Covid-19, Ffederaliaeth ESRC y Gwyddorau Cymdeithasol
- 2018: Ymgorffori Creadigrwydd mewn Ymchwil, Prifysgol Caerfaddon
- 2017: Busnesau Bach/busnes creadigol, Ysgol Busnes Caerdydd
- 2016: Dadansoddiad Data Ansoddol mewn Ymchwil Defnyddwyr, Prifysgol Durham
Cyflwyniadau Cynhadledd
Yau, A (2023) Peintio a Marchnata Entrepreneuriaid Creadigol, Cynhadledd Marchnata Byd-eang, Seoul, De Korea.
Yau, A (2020) Cystadlaethau a Phleserau o Passions: Entrepreneuriaeth a Marchnata Microfusnesau Creadigol, Cymdeithas Ymchwil Defnyddwyr.
Yau, A (2017) Trosedd o fewn Ail-Feithrin Defnyddwyr, Theori Diwylliant Defnyddwyr, Anaheim, California.
Yau, (2017) Trosedd o fewn Naratifau Egino Defnyddwyr a Symudedd Byd-eang, Gweithdy Ymchwil Defnyddwyr Dehongliol, Stockholm, Sweden.
Yau, A and Marder, B (2016) Hanner Byd a Cliciwch i ffwrdd: Cyfryngau Cymdeithasol a Hwyluso, Cynhadledd Marchnata Byd-eang, Hong Kong.
Yau, A. (2016) Tarddiad: Defnydd o dwyll celf, Consumer Culture Theory Art Gallery, (2016) Lille, Ffrainc.
Yau, A and Davies, I. (2014), Addysg Fwyta : Archwiliad hydredol o rôl y farchnad orllewinol mewn datblygiad Tsieineaidd, cynhadledd farchnata macro, Royal Holloway, UK).
Yau, A and Davies, I. (2014), gan archwilio rôl gwerthoedd Confucius modern ar gyfer hyrwyddo defnydd cynaliadwy yn Tsieina, cynhadledd farchnata macro, Royal Holloway, UK).
Yau, A and Davies, I. (2014) , People, Products and Practices: A Consumer Culture Theory Exploration of Migrant Consumers Return Home, Cynhadledd Academi Marchnata (AC) (Bournemouth, UK).
Yau, A. and Davies, I. (2013) , "Dileu ac Ailddirwyn: Theori Diwylliant Defnyddwyr Archwilio Proses Ail-acculturation Defnyddwyr", Gweithdy Ymchwil Defnyddwyr Dehongliol (ICR) (Brwsel, Gwlad Belg).
Yau, A. and Davies, I. (2013), "Addysg sy'n Bwyta: Archwiliad Hydredol o Ddefnyddwyr Tyfu Tsieineaidd ", Cynhadledd yr Academi Farchnata (AM) (Caerdydd, y DU).
Yau, A. and Marder, B. (2013), "Tyfu Defnyddwyr a rôl pryder o fewn y defnydd o safleoedd rhwydweithio cymdeithasol", Cynhadledd Academi Marchnata (AM) (Caerdydd, y DU).
Yau, A. (2013), "Dileu a Rewind: Ymchwilio i Theori Diwylliant Defnyddwyr o'r Broses Ail-sefydlu Defnyddwyr", Cynhadledd yr Academi Farchnata (AM) (Caerdydd, y DU).
Yau, A. and Davies, I. (2012), "Aildrafodaethau Modern Moeseg Confucius a Goblygiadau ar Ddefnydd Moesegol yn Tsieina", Cynhadledd yr Academi Gwyddor Marchnata (AMS) (New Orleans, LA).
Yau, A. and Davies, I. (2012), Gwobrwywyd: Papur Gorau yn y Wobr Trac "Y Dylanwad Gwerthoedd Confuciaidd Modern ar Ddefnydd Moesegol Tsieineaidd", Cynhadledd Academi Marchnata (AM) (Southampton UK).
Yau, A. and Davies, I. (2012), "Negotiating Boundaries Crossing Identities: Consumer Re-acculturation and Transgression", Cynhadledd Academi Marchnata (AoM) (Southampton, UK).
Addysgu
Ymrwymiadau Addysgu
- Cyfathrebu Hysbysebu a Marchnata (Israddedigion Blwyddyn 3)
- Prosiect Marchnata (Israddedigion Blwyddyn 3)
- Dulliau Ymchwil y Gwyddorau Cymdeithasol (PhD)
- Prosiectau Marchnata'r Haf (MSc)
- Ymchwil ar gyfer Marchnata Strategol (MSc)
- Ymchwil Marchnata (MBA)
- Astudiaethau Busnes (Sylfaen)
- Goruchwylio: Prosiect Busnes MBA/Traethodau Hir
Apwyntiadau Darlithydd Ymweld
- Prifysgol Boston (Rhaglen Astudio Dramor) Hysbysebu a Marchnata - Strategaeth Farchnata Prydain ac Ewropeaidd
Rolau Addysgu Ychwanegol
- Goruchwyliwr Traethawd Hir Allanol - Prifysgol Birmingham
- Cyfrannwr i'r adnoddau ar-lein ar gyfer Baines, P. a Llenwi. C (2014) Marchnata. Gyda'r Athro Paul Baines, Prifysgol Cranfield (Chwefror, 2014)
Bywgraffiad
Anrhydeddau a dyfarniadau
- Awarded Best Paper in Track Prize- Academy of Marketing: “The Modern Confucian Values Influence on Chinese Ethical Consumption”.
- Awarded £1000 Worshipful Company of Marketors Dissertation 1st prize.
- Academy of Marketing Conference and Colloquium Travel Grant
- ESRC Overseas Field Trip funding
- ESRC 3+1 PhD Scholarship Funding
Aelodaethau proffesiynol
- Academy of Marketing Science
- Consumer Culture Theory
- Macro Marketing
Contact Details
YauA@caerdydd.ac.uk
+44 29208 75706
Adeilad Aberconwy, Ystafell C03, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
+44 29208 75706
Adeilad Aberconwy, Ystafell C03, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
